> ## Documentation Index
> Fetch the complete documentation index at: https://docs.remark.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Persona Studio

> Configure the brand voice, tone, context, and response preferences that shape how Remark agents speak to shoppers.

Persona Studio controls how Remark agents communicate with shoppers. Use it for brand voice, tone, greetings, common phrases, customer-facing style, and broad response preferences.

Use [Intents](/dashboard/intents) for scenario-specific playbooks, and use your knowledge sources for facts, policies, and product information that change over time.

## When to use Persona Studio

Use Persona Studio when you want to adjust:

* How formal or casual the agent sounds
* Whether responses are product-focused or lifestyle-focused
* Whether the agent should be chatty or concise
* How often the agent uses emojis
* Brand background and selling points
* Audience context
* Default greetings and brand phrases
* Broad response rules that should apply across conversations

Do not use Persona Studio to store temporary promotions, changing inventory, one-off support policies, or process instructions for a specific shopper scenario. Put scenario-specific handling in intents, and put current factual information in knowledge.

## Context

The **Context** tab gives the agent broad background about your brand.

| Field                 | Use it for                                                      |
| --------------------- | --------------------------------------------------------------- |
| Company background    | A short description of what your company does and what you sell |
| Unique selling points | The main reasons shoppers choose your brand                     |
| Primary customers     | The customers, use cases, or audiences your brand serves        |

Write context as durable brand guidance. For example, describe your product categories, values, and customer base rather than seasonal campaigns or current discounts.

## Tone

The **Tone** tab adjusts the voice of the agent.

| Setting     | Range                     | What it changes                                                           |
| ----------- | ------------------------- | ------------------------------------------------------------------------- |
| Formality   | Casual to Formal          | How relaxed or professional the agent sounds                              |
| Focus       | Product to Lifestyle      | Whether the agent emphasizes product details or broader lifestyle context |
| Brevity     | Chatty to Concise         | How detailed or brief responses should be                                 |
| Emoji usage | No emojis, Normal, All in | How often the agent uses emojis                                           |

After changing tone settings, test the persona in the playground. Tone changes can affect many conversations, so test a few different shopper scenarios before saving the final version.

## Preferences

The **Preferences** tab controls reusable response preferences.

### Greetings

Greetings are opening messages the agent can use when starting a conversation.

Keep greetings short, on-brand, and flexible. Avoid greetings that assume too much about the shopper, such as a specific purchase intent or product category.

### Common words and phrases

Common words and phrases give the agent brand-specific language to use. Add product nicknames, preferred terms, community language, or phrases that sound natural for your brand.

Use phrases as style guidance, not as required scripts. If a phrase must be used only in a specific situation, put that guidance in the relevant intent instead.

### Special instructions

Special instructions are broad guidelines for agent responses. Each instruction has a title, instruction text, and an active/inactive setting.

Good special instructions are:

* Broad enough to apply across many conversations
* Clear about what the agent should do
* Paired with recourse when they tell the agent not to do something

For example:

```txt theme={null}
Do not guess sizing advice when customer details are missing. Ask for the shopper's relevant measurements or preferences before recommending a size.
```

Use intents instead when the instruction only applies to one support scenario, such as returns, warranty claims, order changes, or a specific product category.

### Proactive info collection

Proactive info collection controls which personal details the agent should proactively ask shoppers for during a conversation.

Supported details are:

* First name
* Email address
* Phone number

Leave all options unchecked if the agent should not proactively ask for these details by default. Only enable fields your team has a clear reason to collect.

## How Persona Studio relates to intents

Persona Studio sets the general voice and response preferences. Intents decide what the agent should do in a specific shopper scenario.

For example:

* Persona Studio can say the agent should sound concise, warm, and product-focused.
* An intent can say what the agent should do when a shopper wants to start a return.
* Knowledge can provide the current return policy.
* An integration action can create a return link when the right intent allows it.

If a behavior should happen only for one scenario, put it in an intent. If it should shape the agent's voice across most conversations, put it in Persona Studio.

## Test persona changes

Use the playground after changing Persona Studio settings.

Test several examples:

1. A product recommendation question
2. A support or policy question
3. A short shopper message with little context
4. A scenario covered by an active intent

Check whether the agent sounds on-brand, follows the intended response style, and still uses the right intent or knowledge when needed.

<Note>
  Need help tuning your agent persona? Contact `support@remark.ai`.
</Note>